The Importance of Tone: Lessons from the Pros
As a copywriter, you know that the words you choose can make or break a campaign. But did you know that the tone and voice of your copy are just as important as the words themselves? In this blog post, we'll explore the importance of tone and voice in copywriting and how top brands establish a consistent voice across all of their marketing channels.
First things first: what do we mean by "tone" and "voice"? Tone refers to the emotional quality of your writing - is it formal or casual, serious or playful, etc. - while voice refers to the personality behind the writing. It's what makes your copy unique and memorable.
Why is tone and voice so important in copywriting? For one, it helps your brand stand out from the competition. If all of your marketing materials sound the same, it's harder for customers to remember you. A distinct voice and tone can also help build trust and loyalty with your audience.
Customers are more likely to do business with a brand that they feel a connection to, and a consistent voice and tone can help establish that connection.
So how do you establish a consistent voice and tone in your copywriting? Let's take a look at some of the pros for inspiration.
Mailchimp is a brand that has mastered the art of voice and tone. Their style guide, which is publicly available on their website, outlines their brand personality as "cheeky, human, and relatable." This translates into their copy, which is conversational and playful.
They also use humor to great effect, like in this email subject line: "What do Beyoncé, Bill Gates, and a kindergarten teacher have in common?" (The answer, of course, is that they all use Mailchimp.)
Another brand that excels at voice and tone is Airbnb. Their tone is friendly and welcoming, like a friend showing you around a new city. They also use storytelling to great effect, like in this email that introduces a new feature: "Meet the host who inspired our new hosting tools."
One more brand to check out for tone and voice inspiration is Dollar Shave Club. They're known for their irreverent and often hilarious commercials, like this one that went viral: "Our Blades Are F***ing Great." Their website copy is similarly irreverent, with lines like "Our handsome-ass blades are made from the finest materials and are conveniently delivered to your door."
So what can we learn from these brands about establishing a consistent voice and tone? Here are a few takeaways:
Define your brand personality: Before you can establish a consistent voice and tone, you need to know what your brand stands for. Develop a style guide that outlines your brand values, personality traits, and preferred language.
Use storytelling: Customers are more likely to remember stories than facts and figures. Use storytelling to help customers connect with your brand and its products or services.
Don't be afraid to use humor: Humor can be a powerful tool in copywriting, but it's not right for every brand. If you're going to use humor, make sure it's in line with your brand personality and won't offend your target audience.
Be conversational: Copy that sounds like it was written by a robot isn't going to connect with your audience. Use conversational language to make your copy more approachable and relatable.
Tone and voice are essential components of effective copywriting. By establishing a consistent voice and tone across all of your marketing channels, you can help your brand stand out, build trust and loyalty with your audience, and ultimately drive more sales.
-Aaron D.
